RSS: Marketer

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RSS Marketers Next Big Thing?Dana VanDen
HeuvelDirector, Business DevelopmentPheedo,
Inc. www.pheedo.comdana_at_pheedo.com920.569.6535

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RSS The Best of Everything
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What is RSS?

• RSS RSS is a popular way to pull in news and
  information from across the Web. "Really Simply
  Syndication" allows consumers to pull content
  easily from web sites and blogs.
• RSS is a channel Syndication refers to making
  content from a website available to others
  through a virtual pipeline called a feed.
• Subscribing to RSS There are several ways to
  access RSS feeds. The most popular way to view,
  subscribe to and organize your RSS feeds is
  through software (web based or installed) called
  a reader.
• RSS represents a fundamental change RSS and
  subscribing are the next stage of evolution of
  the Internet. Microsoft in PC Magazine
  announcing integration of RSS within the next
  version of Internet Explorer.

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Advantages of RSS?

• Right Spam Solution RSS assures 100
  deliverability! The right content gets delivered
  to you and never caught in spam filters.
• RSS is Self-Organizing With each feed arriving
  in its own folder (or folders you name) and
  reverse-chronologically arranged, its easy to
  track a few or few hundred feeds
• True Permission Easier to Unsubscribe than
  E-Mail While there are challenges in subscribing
  to RSS, its never been easier to turn off a
  communication channel
• Does Not Need to be Part of a Blog RSS is simply
  and XML file thats formatted properly to be read
  by a client any type of website data, machine
  data, or other types of information such as
  application updates and podcasts can see delivery
  improvements through RSS.

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What Does RSS Look Like?
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Isnt RSS Beautiful!

1. RSS Aggregator
2. RSS Feeds
3. RSS Items
4. RSS Ad

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Monetization Models

• Audience not expecting to pay subscription
• Selling own ads not scaleable
• Alignment with Podcast networks and ad networks
  profitable and scaleable

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Sample RSS Ad - Embedded
Embedded. Ad appears along with relevant content.
The ad is typically labeled, Advertisement, or
Sponsorship. The illustration below shows how
the ad and content appear in a content
aggregator.
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Sample RSS Ad - Stand-alone
Stand-alone. Ad appears as a separate post within
the feed. It contains a clickable headline and a
hyperlinked key words. The illustration below
shows how the ad and content appear in a content
aggregator.
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Sample Blog Advertisement
Sponsorship Add copy is placed between 2nd 3rd
posts. Copy can rotate weekly. Viral components
allow consumers to link to copy and create
comments. A byproduct of this type of unique ad
placement on a blog is the increased potential of
better search results for the topic of the ad.
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Four Cornerstones of an Integrated Campaign
Blogs
RSS networks, podcasting, blogs, these new
channels all tie in together, and seem to be
growing pretty rapidly. Podcasting sponsorships
have done very well. The are really promising
channels with a nice audience for us, and they
respond well. Were not going to discontinue
tests, its one of our stronger points. Response
was overwhelming. - Cailin Pitcher, Senior
Marketing Manager, Citrix Online
Demo
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Integrated Campaign Example
Advertiser Citrix GoToMeeting Publisher
Lockergnome Vehicles RSS, Blogs, Audio Ads,
Podcast Demo
Ad on Blog
Ad in RSS Feed
iTunes Syndication
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RSS Analytics Are Improving
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RSS Advertising Best Practices

1. Ads must fit the environment
2. Ads must be relevant and informative
3. Watch the content to ad ratio and unsubscribe
   rates
4. Tell, dont sell RSS ads are about creating
   relationships with readers
5. Be patient Unlike e-mail, RSS feeds don't demand
   to be read.

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Leading Advertisers Publishers Choose Pheedo
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RSS Marketers Next Big Thing?Dana VanDen
HeuvelDirector, Business DevelopmentPheedo,
Inc. www.pheedo.comdana_at_pheedo.com920.569.6535